Pengaruh Brand Personality, Brand Love dan Brand Image Terhadap Brand Advocacy


Authors

  • Oktaviya Rahmawati Universitas Pelita Bangsa, Bekasi, Indonesia
  • Kuwat Riyanto Universitas Pelita Bangsa, Bekasi, Indonesia

DOI:

https://doi.org/10.47065/arbitrase.v4i1.1101

Keywords:

Quality Product; Design; Price; Purchase Decision

Abstract

This study aims to find out how brand personality, brand love and brand image influence brand advocacy (a case study on wardah cosmetics reviewers in the female daily forum). By using a quantitative method, data from this study were collected from consumers or users of some think skincare products. The sampling technique used a non-probability sampling technique with purposive sampling category, namely 108 respondents. The analytical method used in this study is data/instrument quality testing, data quality testing and hypothesis testing with the help of smartPLS 3.0 software. The results of this study indicate that there are only 2 independent variables namely brand love, brand image which have a positive and significant effect on brand advocacy. The results of testing the structural model evaluation are the R-Square value of 0.843 or 84.3% of the brand advocacy variable which is influenced by brand personality, brand love and brand image variables. While the remaining 16.7% is influenced by other variables not used in this study.

Downloads

Download data is not yet available.

References

Aep Nurbani, Heru Mulyanto, Mursida Kusuma Wardani, M. A. 2019. Pengaruh Bauran Pemasaran Terhadap Kepuasan Dan Kepercayaan Serta Dampaknya Pada Loyalitas Konsumen. Jurnal Manajemen Kewirausahaan, Vol. 16 No.

Ahuvia, Aaron C & Carrol, Barbara A. 2006. Some Antecedents and Outcomes of Brand Love. Market Lett, 17 : 79-89

Albert, N., & Merunka, D. (2013). The Role of Brand Love in Consumer-Brand Relationships. Jurnal of Consumer Marketing, 258-266. Diambil kembali dari http://doi.org/10.1108/07363761311328928

Amelindha Vania, Kartika Anggraeni Sudiono Putri (2020) Peran Brand Love sebagai Mediasi Hedonic Product dan Self-Expressive Brand Terhadap Brand Loyalty Vol 7, No 2

Anang Firmansyah. 2018. Pengantar Manajemen. Edisi ke-1. Yogyakarta: DeepuBIish.

Ayu sagia & Syafrizal Helmi Siomorang (2018). Pengaruh Brand Ambassador, Brand Personality Dan Korean Wave Terhadap Brand Advocacy Produk Nature RepuBIic Aloe Vera Vol 5 No 2

Bilro, R. G., Loureiro, S. M. C., & Ali, F. (2018). The Role of website stimuli of experience on engagement and brand advocacy. Journal of Hospitality and Tourism Technology, 9(2), 204–222. https://doi.org/10.1108/JHTT-122017-0136

Catharina Clara (2019). Customer Brand Relationship Peran Brand Love Terhadap Brand Commitment Dan Positive Word Of Mouth Vol 17 No 1

Ekky Fahriza Zendra, Agusty Tae Ferdinand pengaruh (2021) brand personality terhadap brand loyalty melalui self congruity dan customer brand identification Vol 10 No 4

Erilia Kesumahati, Selly Novianti Analisis (2021). Pengaruh Brand Identity, Brand Image, Brand Interaction, dan Brand Personality terhadap Customer Satisfaction dan Pengaruhnya Terhadap Repurchase Intention Pada Kosmetik Merek Lokal di Kota Batam Vo 1 No 1

Ghozali, Imam. 2012. Aplikasi Analisis Multivariate dengan Program IBM SPSS. Yogyakarta: Universitas Diponegor

http://ejournal.bsi.ac.id/ejurnal/index.php/abdimas

Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity (Fifth Edition). Pearson Education.

Kolonio, Jeremia & Djurwati soepeno (2019). Pengaruh Service Quality, Trust dan Consumer Satisfaction terhadap Consumer Loyalty pada CV Sarana Marine Fiberglass.

Kolter. (2019) Manajement pemasaran. Edisi ke 13 jilid ke dua. Erlangga : Jakarta

Rima Mahmuda (2019). Peran Self-Brand Connection sebagai Mediator terhadap Brand Attitude dan Brand Advocacy pada Konsumen Wardah Vol 3 No 3

Setiawati, S. D., Retnasari, M., & Fitriawati, D. (2019). Strategi membangun branding bagi pelaku Usaha Mikro Kecil Menengah. Jurnal Pengabdian Kepada Masyarakat, 2(Februari), 125–136.

Sop, S. A., & Kozak, N. (2019). Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty. Journal of Hospitality Marketing & Management, 28(8), 926-956.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta

Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta. Venus, A. 2018. Vol 5 No 3


Bila bermanfaat silahkan share artikel ini

Berikan Komentar Anda terhadap artikel Pengaruh Brand Personality, Brand Love dan Brand Image Terhadap Brand Advocacy

Dimensions Badge

ARTICLE HISTORY


Published: 2023-07-31
Abstract View: 497 times
PDF Download: 657 times

Issue

Section

Articles